changes in Apple’s iPad rhetoric

A colleague asked me today if I had seen the most recent iPad commercial, and being sans television, I hadn’t. So I looked it up on YouTube. I’m kind of surprised (and happy) with the new commercials. While Apple’s promotional material can certainly be critiqued (and should be), I think it’s interesting that older commercials were a lot more consumption-oriented, and the newer one focuses a bit more on production.

For instance, here’s their first iPad commercial from March:

And here’s their recent commercial, which emphasizes multi-tasking, vitality, and creativity: